MCDONALD’S CORP.: is rolling out four new Olympic-themed TV spots that connect its ‘I’m lovin’ it’ brand essence to the Olympic Games. Three 15-second spots feature Ronald McDonald—’s balanced active lifestyles ambassador— for freestyle skiing, the ski jump and pairs figure skating in front of commentators and fans. Leo Burnett USA, Chicago developed. In Olympic Dreams, the fourth TV spot, a young boy’s Olympic dreams come to life. TBWA/Chiat/Day, Los Angles and Motion Theory, developed the 30- and 60-second spots.
THE NATIONAL SYSTEM: a St. Louis-based marketing services agency, has been bought by private equity firm Frontenac Co., Chicago. CEO Mark Mantovani remains in that post; agency veteran Jay Bingle becomes chairman. Bingle had been chairman-CEO of Wunderman. National handles ad services, digital asset management, direct-mail and other marketing services for automotive, wine and spirits, retail and restaurant brands. Frontenac’s past agency investments include DVC Worldwide, Lighthouse Global Network and Eagle River Interactive.
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